Goodfella’s launches Pizza Pinwheels in UK
The launch starts November 6, 2025, and Pizza Pinwheels will be sold exclusively at Iceland stores at a recommended retail price of £2.75 (US$3.61) per pack of six.
UK – Goodfella’s, an Irish brand of frozen pizzas, has launched Pizza Pinwheels in the UK, expanding its frozen pizza range to tap into the growing market for convenient, snack-sized options.
The Pizza Pinwheels are available in two classic flavors: Cheese & Tomato and Cheese & Ham, and feature soft rolled dough filled with tasty pizza toppings.
This unique pinwheel shape is designed to offer a fun, easy-to-eat snack or a light midweek meal alternative.
The product is versatile in preparation and can be cooked in an air fryer, microwave, or conventional oven, catering to modern consumers’ preferences for quick, hassle-free meal solutions.
With over half of UK households now owning air fryers, Goodfella’s Pizza Pinwheels is well positioned to capture demand from shoppers seeking both convenience and flavor in their frozen food choices.
The launch starts November 6, 2025, and Pizza Pinwheels will be sold exclusively at Iceland stores at a recommended retail price of £2.75 (US$3.61) per pack of six.
This timing also coincides with a new partnership between Goodfella’s and Tefal, a well-known kitchen and home appliances brand, which aligns with their shared mission to improve everyday convenience for UK households.
Goodfella’s head of marketing, Claire Hoyle, highlighted the product’s appeal, stating that the Pizza Pinwheels provide an exciting proposition that fits perfectly into busy lives while delivering the great taste customers expect from the brand.
She noted that these pinwheels are poised to attract savory snack seekers and drive more traffic to the frozen pizza aisle.
The launch reflects the rising trend in the UK frozen pizza snacking market, which has grown 6.2% year over year.
Additionally, the Pizza Pinwheels are positioned as non-HFSS (low in fat, sugar, and salt), making them appealing to health-conscious consumers seeking better snack alternatives.
Goodfella’s, owned by Nomad Foods and part of Birds Eye in the UK, has a broad portfolio, including Stonebaked Thin, New York Style, and Deep Pan pizzas, as well as garlic bread, gluten-free options, snacks, ready meals, and sides.
The Pizza Pinwheels add a new dimension to their offerings, reinforcing the brand’s commitment to innovation and convenient meal solutions for today’s consumers.
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